From Journalism to Mischief: Greg Hahn’s Journey in Advertising and the Power of Bold Creativity

In a recent conversation on the World’s Greatest Business Thinkers Podcast, Greg Hahn, the co-founder of Mischief and a veteran of the advertising world, shared his insights on creativity, resilience, and the importance of staying true to your values. From his early days studying journalism and psychology to building one of the most innovative agencies in the industry, Greg’s story is a testament to the power of embracing change and taking risks.

Falling into Advertising: A Blend of Writing and Human Behaviour

Greg’s journey into advertising wasn’t a straight path. Initially drawn to journalism and psychology, he quickly realized that journalism felt too regimented for his taste. However, he found a perfect blend of his interests in advertising, where writing and human behaviour intersect. “Advertising became a great place to land those passions,” he shared. “It’s where I could explore the weird, esoteric knowledge that nobody else was pulling from.”

This ability to draw from diverse experiences and interests has been a hallmark of Greg’s career. He emphasized that in advertising, there’s no wasted knowledge. Everything you learn—no matter how niche—can be applied to your work.

The Turning Point: From BBDO to Mischief

Greg’s career took a dramatic turn in April 2020, during the height of the COVID-19 pandemic, when he was let go from BBDO, where he had spent 14 years as Chief Creative Officer. “It was a chaotic time,” he recalled. “Nobody knew what was happening, and people were getting laid off left and right.”

While the experience was jarring, it also became a catalyst for something new. Within weeks, Greg co-founded Mischief, an agency built on the mantra of being “more offense than defence.” He explained, “In the world of holding company agencies, there’s so much pressure not to lose. At Mischief, we focus on winning rather than worrying about losing.”

The agency’s name reflects its ethos: to create work that shakes things up and challenges the status quo. “If you’re a big client who doesn’t want work that’s playful and stirs the pot, you’re probably not going to call us,” Greg said with a laugh.

Building a Culture of Fearlessness

One of the key challenges in growing an agency is maintaining its culture, especially in a post-COVID world where remote work has become the norm. For Greg, culture is the highest priority. “We hire slowly and have a strong ethos and set of principles that guide us,” he explained. “If everyone is aligned on the same North Star, it becomes easier to grow without losing your soul.”

Mischief’s culture is rooted in its 10 core beliefs, which include statements like “We’re here to make a stir” and “Indifference is the enemy. The riskiest thing we can do is be ignorable.” These principles not only guide the agency’s work but also serve as a litmus test for potential clients.

The Role of Behavioural Science in Creativity

Greg’s approach to advertising is deeply influenced by behavioural science. He believes that understanding human behaviour is key to creating campaigns that resonate. “Many of our campaigns are inspired by behavioural economics,” he said. “It gives us a logical foundation for what might seem like a crazy execution.”

One example he shared was a campaign for Capri Sun, where the team repositioned the product as “noise-cancelling technology” for kids. The idea came from the insight that parents were using Capri Sun to keep their children quiet. By tapping into this real-world behaviour, the campaign struck a chord with its audience.

The Importance of Fame in B2B and B2C

Greg also touched on the importance of fame in advertising, particularly in B2B. “Fame is super important in B2B,” he said. “Being known outside your niche market helps when you’re pitching to decision-makers.” He argued that even in performance-driven marketing, there’s a strong case for brand building and the halo effect it creates.

This belief aligns with Mischief’s approach to creativity, which often blurs the lines between B2B and B2C. Whether it’s a campaign for a streaming service like Tubi or a recruitment platform for nurses, the agency focuses on creating work that resonates on a human level.

Lessons for Aspiring Advertisers

For those looking to break into the advertising industry, Greg offered some sage advice: “Be a student of human behaviour. The things that drive people, that motivate them, will never change. Stay curious, and don’t be afraid to take risks.”

He also emphasized the importance of finding the right partners. “If you’re not good at something, find someone who is. That’s how we built Mischief—by surrounding ourselves with people who complement our strengths.”

Final Thoughts: Focus on What Makes You Special

Greg closed the conversation with a reflection on one of Mischief’s core brand values: “If you focus on what makes you special, the money will follow. If you focus on the money, you’ll cease to be special.” It’s a philosophy that has guided his career and the growth of Mischief, reminding us all that staying true to your unique vision is the key to long-term success.

Greg Hahn’s journey is a powerful reminder that even in the face of uncertainty, bold creativity and a commitment to your values can lead to extraordinary outcomes. Whether you’re in advertising or any other field, his story is an inspiration to embrace change, take risks, and always strive to make a stir.